PUMA and Ahluwalia Find Silver Linings in Cinematic Celebration of Everyday Life

​PUMA has celebrated its first-ever collaboration with London-based designer Priya Ahluwalia with a series of four short films written and directed by Priya.

The series of character-driven shorts, released to coincide with the launch of the PUMA Suede x Ahluwalia collaboration, celebrate real people and real moments, a distinctive characteristic in Priya’s work.

The Barber

As one of the most iconic shoes in PUMA’s line-up, the storied Suede resonates through hip-hop, skateboarding, and streetwear. Priya’s reimagining sees the co-branded trainer released in black with clean silver lines, inspired by the silver linings in our day-to-day lives.

Building on the theme of silver linings, the four-film campaign shot in south London with Black Dog Films, celebrates the humour and unpredictability of everyday life. Casting to reflect the spirit of Ahluwalia and PUMA, the campaign is true to Priya’s previous films; vibrant, diverse, and rooted in real community – with collaborators and friends Ella Eyre, Hak Baker, Pearl Mackie, Meji Alabi, and Ayame all making cameo appearances.

Missed Flight

“Creatively, this campaign is rooted in the vivid cultural research behind the collaboration,” said Priya, “from the dynamic sports heritage of India and Nigeria to the cinematic aesthetics and interwoven storytelling of films like Snatch, and the joyful energy of Bollywood and Nollywood cinema. PUMA gave me a lot of creative freedom, they trusted me and the team to create something that was unique to the partnership whilst spotlighting the product, it really was such an enjoyable experience.”

In production, Priya worked with DOP Arran Green to shoot on 16mm for richness and depth, with Joshanne Dar’s production design creating a playful and whimsical world within everyday situations, and long-time collaborator Tom Tripp developing the music established throughout previous Priya projects and runway shows.

The Redundancy

“Working with Ahluwalia has been a really great experience. At PUMA, we look for collaborations that feel genuine and inspiring, and with Ahluwalia it clicked right away. Priya brought a fresh perspective and reached a new audience, while sharing the values we care about most, creativity, community, and creating space for people to be seen.

Launching our first product together with the PUMA Suede made the partnership even more special. The Suede is a true icon in PUMA’s history, and seeing it reimagined through Ahluwalia’s design language brought it into today in such a meaningful way, proving how an icon can keep evolving” Christina Mirabelli, global marketing director, PUMA Sportstyle.

The Shopkeeper

As part of the broader partnership, Ahluwalia and PUMA have also launched a mentorship initiative to support the next generation of creative talent. Open to filmmakers, fashion designers, and multidisciplinary storytellers aged 18–25, the programme offers participants the chance to gain expert guidance, industry insights, and increased visibility within the creative sector.